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Yıl 2019, Cilt: 6 Sayı: 4, 204 - 211, 30.12.2019

Ulun Akturan Nuray Tezcan

Öz

Kaynakça

  • Albayrak T., Caber M., Moutinho L. & Ram Herstein 2011, The influence of skepticism on green purchase behavior, International Journal of Business and Social Science, Vol. 2 No. 13
  • Arminda Maria Finisterra do Paço & Rosa Reis (2012) Factors Affecting Skepticism toward Green Advertising, Journal of Advertising, 41:4, 147-155, DOI: 10.1080/00913367.2012.10672463
  • Aaker David A. (1991), Managing Brand Equity: Capitalizing on the Valueof a Brand Name, ISBN 0-02-900101-3
  • Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. doi:10.2307/3151897
  • Ambler, T. (1997), "How much of brand equity is explained by trust?", Management Decision, Vol. 35 No. 4, pp. 283-292. https://doi.org/10.1108/00251749710169666
  • Rohini Ahluwalia Robert E. Burnkrant, H. Rao Unnava 2000, Consumer Response to Negative Publicity: The Moderating Role of Commitment, Journal of Marketing Research 37(2):203-214, DOI: 10.1509/jmkr.37.2.203.18734
  • Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S., & Ng, P. F. (2017). Integrating behavioural and branding perspectives to maximize green brand equity: a holistic approach. Business Strategy and the Environment, 26(4), 507-520.
  • Belén del Río, A., Vázquez, R. & Iglesias, V. (2001), "The effects of brand associations on consumer response", Journal of Consumer Marketing, Vol. 18 No. 5, pp. 410-425 https://doi.org/10.1108/07363760110398808
  • Chen, YS. (2010) The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust, Journal Business Ethics, Volume 93, Issue:2, pp. 307-319 https://doi.org/10.1007/s10551-009-0223-9
  • Chang, C. H. & Chen, Y. S., (2014), “Managing green brand equity: the perspective of perceived risk theory”, Quality and Quantity, Vol.48 No.3, pp.1753-1768.
  • Chang H.H. & Chen S.W. (2008), The impact of online store environment cues on purchase intention, trust, and perceived risk as a mediator, Online Information Review, 32 (6) pp. 818-841
  • Chen, Y. & Chang, C. (2012), "Enhance green purchase intentions", Management Decision, Vol. 50 No. 3, pp. 502-520. https://doi.org/10.1108/00251741211216250
  • Chen, Y. & Chang, C. (2013), "Towards green trust", Management Decision, Vol. 51 No. 1, pp. 63-82. https://doi.org/10.1108/00251741311291319
  • Fornell, C., & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
  • Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21(1), 1-31. Retrieved from http://www.jstor.org/stable/2489738
  • Goh K S and Balaji M S (2016). Linkıng green skepticism to green purchase behavior, Journal of Cleaner Production, 131:629-638, DOI: 10.1016/j.jclepro.2016.04.122
  • Grewal, R., Cline, T.W., & Davies, A. (2003). Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process, Journal of Consumer Psychology, 13(3), 187- 197, DOI:10.1207/s15327663jcp1303_01
  • Hur, W., & Kang, S. (2012). Interaction effects of the three commitment components on customer loyalty behaviors. Social Behavior and Personality: An international journal, 40, 1537-1542.
  • Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
  • Keller K. L. (1998) ,"Branding Perspectives on Social Marketing", in NA - Advances in Consumer Research Volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 299-302.
  • Keller, K.L. (2001). Building customer-based brand equity: a blueprint for creating strong brands, Working Paper, Report No: 01-107
  • Lane, V., & Jacobson, R. (1995). Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity. Journal of Marketing, 59(1), 63-77. doi:10.2307/1252015
  • Low, G. & Lamb, C. (2000), "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, Vol. 9 No. 6, pp. 350-370. doi.org/10.1108/10610420010356966
  • Leonidou C. N. & Skarmeas D. (2017). "Gray Shades of Green: Causes and Consequences of Green Skepticism," Journal of Business Ethics, Springer, vol. 144(2), pp. 401-415
  • Matthes J. & Wonneberger A. (2014). The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising, Journal of Advertising, 43:2, 115-127
  • Mohr, L.A., Eroglu. D. & Ellen,S.P.(1998) ‘The development and testing of ameasure of skepticism toward environment claims in the marketers’communications’. The Journal of Consumers Affairs, 32(1) (summer),30–55.
  • Ng, P. F., Butt, M. M., Khong, K. W. & Ong, F. S., 2014. “Antecedents of GBE: an integrated approach”, Journal of Business Ethics, Vol.121 No.2, pp.203-215.
  • Obermiller C., Spangenberg E. & MacLachlan D. L. (2005) AD SKEPTICISM: The Consequences of Disbelief, Journal of Advertising, 34:3, 7-17, DOI: 10.1080/00913367.2005.10639199
  • Obermiller C. & Spangenberg E. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising, , Journal of Consumer Psychology, 7(2), 159-186
  • Parguel B, Moreau F. B. & Larceneux F. (2011) How Sustainability Ratings Might Deter ”Greenwashing”: A Closer Look at Ethical Corporate Communication, Journal of Business Ethics, Springer Verlag, 102 (1), pp.15-28
  • Pelham, B. W. (2018). Not in my back yard: Egocentrism and climate change skepticism across the globe. Environmental science & policy, 89, 421-429.
  • Pirsch J, Gupta S. & Grau S.L. (2007). A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study, Journal of Business Ethics, 70:125–140, DOI 10.1007/s10551-006-9100-y
  • Raska, D. & Shaw, D. (2012). "When is going green good for company image?", Management Research Review, Vol. 35 No. 3/4, pp. 326-347. https://doi.org/10.1108/01409171211210190
  • Rahman, I., Park, J., & Chi, C. G. Q. (2015). Consequences of “greenwashing” Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081.
  • Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Corporate socially responsible initiatives and their effects on consumption of green products. Journal of Business Ethics, 135(2), 253-264.
  • Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of educational research, 99(6), 323-338.
  • Shrum L. J., McCarty J. A. & Lowrey T. M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy, Journal of Advertising, Volume 24, Issue 2, Pages 71-82
  • Singh, S., Vrontis, D., & Thrassou, A. (2011). Green marketing and consumer behavior: The case of gasoline products. Journal of Transnational Management, 16(2), 84-106.
  • Simon, C., & Sullivan, M. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, 12(1), 28-52. Retrieved from http://www.jstor.org/stable/183736
  • Skarmeas D. & Leonidou C. N. (2013) When consumers doubt, Watch out! The role of CSR skepticism, Journal of Business Research, 66, pp. 1831–1838.
  • Srivastava R.K. & Shocker A.D. (1991) Brand equity: a perspective on its meaning and measurement, Report (Marketing Science Institute), no. 91-124.
  • Ulusoy, E. & Barretta, P. (2016), "How green are you, really? Consumers’ skepticism toward brands with green claims", Journal of Global Responsibility, Vol. 7 No. 1, pp. 72-83. https://doi.org/10.1108/JGR-11-2015-002
  • Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business Strategy and the Environment, 26(5), 626-639.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research 52(1):1-14, DOI: 10.1016/S0148-2963(99)00098-3

HOW DO FIRMS’ ACTIONS IMPACT GREEN SCEPTICISM? THE EFFECTS OF GREEN BRAND ASSOCIATIONS, GREEN BRAND EQUITY AND GREENWASHING

Yıl 2019, Cilt: 6 Sayı: 4, 204 - 211, 30.12.2019

Ulun Akturan Nuray Tezcan

Öz

Purpose- This study aims to explore how greenwashing, green brand equity and green brand associations affect green skepticism.
Methodology- In the study, survey method was used to collect the data. After eliminating unreliable questionnaires, final sample size consists of 400 respondents. To check the reliability and the construct validity of the scales, Cronbach’s Alpha coefficient and Exploratory Factor Analysis (EFA) was run, and to affirm the convergent and discriminant validity, Confirmatory Factor Analysis (CFA) was used. In order to test the research hypothesis, Structural Equation Modeling (SEM) was conducted.
Findings- According to the results, it was found that green skepticism is positively affected by greenwashing, while negatively affected by green brand associations and green brand equity.
Conclusion- Greenwashing positively affects green skepticism, while there is a positive relationship between green brand associations, green brand equity and green skepticism.

Anahtar Kelimeler

Green scepticism greenwashing green brand equity green brand associations structural equation modelling

Kaynakça

  • Albayrak T., Caber M., Moutinho L. & Ram Herstein 2011, The influence of skepticism on green purchase behavior, International Journal of Business and Social Science, Vol. 2 No. 13
  • Arminda Maria Finisterra do Paço & Rosa Reis (2012) Factors Affecting Skepticism toward Green Advertising, Journal of Advertising, 41:4, 147-155, DOI: 10.1080/00913367.2012.10672463
  • Aaker David A. (1991), Managing Brand Equity: Capitalizing on the Valueof a Brand Name, ISBN 0-02-900101-3
  • Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. doi:10.2307/3151897
  • Ambler, T. (1997), "How much of brand equity is explained by trust?", Management Decision, Vol. 35 No. 4, pp. 283-292. https://doi.org/10.1108/00251749710169666
  • Rohini Ahluwalia Robert E. Burnkrant, H. Rao Unnava 2000, Consumer Response to Negative Publicity: The Moderating Role of Commitment, Journal of Marketing Research 37(2):203-214, DOI: 10.1509/jmkr.37.2.203.18734
  • Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S., & Ng, P. F. (2017). Integrating behavioural and branding perspectives to maximize green brand equity: a holistic approach. Business Strategy and the Environment, 26(4), 507-520.
  • Belén del Río, A., Vázquez, R. & Iglesias, V. (2001), "The effects of brand associations on consumer response", Journal of Consumer Marketing, Vol. 18 No. 5, pp. 410-425 https://doi.org/10.1108/07363760110398808
  • Chen, YS. (2010) The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust, Journal Business Ethics, Volume 93, Issue:2, pp. 307-319 https://doi.org/10.1007/s10551-009-0223-9
  • Chang, C. H. & Chen, Y. S., (2014), “Managing green brand equity: the perspective of perceived risk theory”, Quality and Quantity, Vol.48 No.3, pp.1753-1768.
  • Chang H.H. & Chen S.W. (2008), The impact of online store environment cues on purchase intention, trust, and perceived risk as a mediator, Online Information Review, 32 (6) pp. 818-841
  • Chen, Y. & Chang, C. (2012), "Enhance green purchase intentions", Management Decision, Vol. 50 No. 3, pp. 502-520. https://doi.org/10.1108/00251741211216250
  • Chen, Y. & Chang, C. (2013), "Towards green trust", Management Decision, Vol. 51 No. 1, pp. 63-82. https://doi.org/10.1108/00251741311291319
  • Fornell, C., & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
  • Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21(1), 1-31. Retrieved from http://www.jstor.org/stable/2489738
  • Goh K S and Balaji M S (2016). Linkıng green skepticism to green purchase behavior, Journal of Cleaner Production, 131:629-638, DOI: 10.1016/j.jclepro.2016.04.122
  • Grewal, R., Cline, T.W., & Davies, A. (2003). Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process, Journal of Consumer Psychology, 13(3), 187- 197, DOI:10.1207/s15327663jcp1303_01
  • Hur, W., & Kang, S. (2012). Interaction effects of the three commitment components on customer loyalty behaviors. Social Behavior and Personality: An international journal, 40, 1537-1542.
  • Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054
  • Keller K. L. (1998) ,"Branding Perspectives on Social Marketing", in NA - Advances in Consumer Research Volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 299-302.
  • Keller, K.L. (2001). Building customer-based brand equity: a blueprint for creating strong brands, Working Paper, Report No: 01-107
  • Lane, V., & Jacobson, R. (1995). Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity. Journal of Marketing, 59(1), 63-77. doi:10.2307/1252015
  • Low, G. & Lamb, C. (2000), "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, Vol. 9 No. 6, pp. 350-370. doi.org/10.1108/10610420010356966
  • Leonidou C. N. & Skarmeas D. (2017). "Gray Shades of Green: Causes and Consequences of Green Skepticism," Journal of Business Ethics, Springer, vol. 144(2), pp. 401-415
  • Matthes J. & Wonneberger A. (2014). The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising, Journal of Advertising, 43:2, 115-127
  • Mohr, L.A., Eroglu. D. & Ellen,S.P.(1998) ‘The development and testing of ameasure of skepticism toward environment claims in the marketers’communications’. The Journal of Consumers Affairs, 32(1) (summer),30–55.
  • Ng, P. F., Butt, M. M., Khong, K. W. & Ong, F. S., 2014. “Antecedents of GBE: an integrated approach”, Journal of Business Ethics, Vol.121 No.2, pp.203-215.
  • Obermiller C., Spangenberg E. & MacLachlan D. L. (2005) AD SKEPTICISM: The Consequences of Disbelief, Journal of Advertising, 34:3, 7-17, DOI: 10.1080/00913367.2005.10639199
  • Obermiller C. & Spangenberg E. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising, , Journal of Consumer Psychology, 7(2), 159-186
  • Parguel B, Moreau F. B. & Larceneux F. (2011) How Sustainability Ratings Might Deter ”Greenwashing”: A Closer Look at Ethical Corporate Communication, Journal of Business Ethics, Springer Verlag, 102 (1), pp.15-28
  • Pelham, B. W. (2018). Not in my back yard: Egocentrism and climate change skepticism across the globe. Environmental science & policy, 89, 421-429.
  • Pirsch J, Gupta S. & Grau S.L. (2007). A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study, Journal of Business Ethics, 70:125–140, DOI 10.1007/s10551-006-9100-y
  • Raska, D. & Shaw, D. (2012). "When is going green good for company image?", Management Research Review, Vol. 35 No. 3/4, pp. 326-347. https://doi.org/10.1108/01409171211210190
  • Rahman, I., Park, J., & Chi, C. G. Q. (2015). Consequences of “greenwashing” Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management, 27(6), 1054-1081.
  • Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Corporate socially responsible initiatives and their effects on consumption of green products. Journal of Business Ethics, 135(2), 253-264.
  • Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of educational research, 99(6), 323-338.
  • Shrum L. J., McCarty J. A. & Lowrey T. M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy, Journal of Advertising, Volume 24, Issue 2, Pages 71-82
  • Singh, S., Vrontis, D., & Thrassou, A. (2011). Green marketing and consumer behavior: The case of gasoline products. Journal of Transnational Management, 16(2), 84-106.
  • Simon, C., & Sullivan, M. (1993). The Measurement and Determinants of Brand Equity: A Financial Approach. Marketing Science, 12(1), 28-52. Retrieved from http://www.jstor.org/stable/183736
  • Skarmeas D. & Leonidou C. N. (2013) When consumers doubt, Watch out! The role of CSR skepticism, Journal of Business Research, 66, pp. 1831–1838.
  • Srivastava R.K. & Shocker A.D. (1991) Brand equity: a perspective on its meaning and measurement, Report (Marketing Science Institute), no. 91-124.
  • Ulusoy, E. & Barretta, P. (2016), "How green are you, really? Consumers’ skepticism toward brands with green claims", Journal of Global Responsibility, Vol. 7 No. 1, pp. 72-83. https://doi.org/10.1108/JGR-11-2015-002
  • Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business Strategy and the Environment, 26(5), 626-639.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research 52(1):1-14, DOI: 10.1016/S0148-2963(99)00098-3
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Articles
Yazarlar

Ulun Akturan 0000-0002-3460-7244

Nuray Tezcan 0000-0002-3184-7330

Yayımlanma Tarihi 30 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 6 Sayı: 4

Kaynak Göster

APA Akturan, U., & Tezcan, N. (2019). HOW DO FIRMS’ ACTIONS IMPACT GREEN SCEPTICISM? THE EFFECTS OF GREEN BRAND ASSOCIATIONS, GREEN BRAND EQUITY AND GREENWASHING. Journal of Management Marketing and Logistics, 6(4), 204-211.

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